Unveiling the limited edition Fuzzy's Vodka bottle

Revealing the bottle live on Facebook at the Firestrone Grand Prix of St Petersburg

As part of a season-long campaign to support sales of Fuzzy’s Vodka in North America, CSM Americas led Fuzzy’s Vodka in the reveal of their 2017 Patriotic Limited Edition bottle at the Firestone Grand Prix of St. Petersburg last weekend. The campaign to reveal the bottle involved media outreach, social media graphics and a Facebook Live stream.

The background

This year’s bottle commemorates 100 years since the beginning of World War I. This led to the closure of the Indianapolis Motor Speedway for the first time.

Along with the bottle design, Fuzzy’s Vodka partnered with the Fisher House Foundation, a national nonprofit organization that supports military families while their loved ones receive care and treatment at veteran hospitals.

One dollar from every bottle sold will go to the Fisher House Foundation.

The reveal

The first moment in the revealing process was a Facebook Live event in the Firestone Grand Prix media center. The live stream included Fuzzy Zoeller (PGA Champion and owner, Fuzzy’s Vodka), Ed Carpenter (Owner/Driver, Ed Carpenter Racing) and David Coker (President, Fisher House Foundation). The live stream was executed utilizing CSM Americas technology capabilities.

Hosted by NBC Sports reporter Katie Hargitt, the live stream revealed the bottle to the public for the first time and had more than 13,000 views within the first 24 hours.

To follow up the live stream, a press release was sent to media members from Indianapolis, INDYCAR and the Spirits industry. It was featured on Fox 59, an Indianapolis television station.

In addition to the live stream and press release, a previously created commercial highlighting the new bottle and season campaign launched at the same time on social media. The commercial was created with creative direction and coordination from CSM for usage throughout the 2017 campaign, and this will include video boards at Indianapolis Motor Speedway during the month of May.

Finally, additional video, images and gifs of the bottle were pushed out on Fuzzy’s Vodka social media channels. Each of the assets shared during the campaign was also created and captured by CSM Americas in previous video and photoshoot productions.